Social Media & Word-of-Mouth Marketing for Startups Digg, Delicious, Twitter. Word of mouth has never been sexier. Learn h...
Where to find this presentation <ul><li>The presentation will be available online at: </li></ul><ul><ul><li>slideshare.net...
9 Industry Rules of Social Media Optimization <ul><li>1. Understand your audience. </li></ul><ul><li>2. Be original. </li>...
9 Industry Rules of Social Media Optimization <ul><li>6. Reward and thank helpful and valuable users, linkers, and traffic...
Some Notes: <ul><li>Almost all social media campaigns are too generic and unfocused (don’t have a clear goal or don’t pay ...
Core Services to Monitor and Use <ul><li>Blogging/Microblogging. </li></ul><ul><li>Social News Sites. </li></ul><ul><li>So...
Advantages to Social Media <ul><li>Low Cost, Low Barrier to Entry. </li></ul><ul><li>High Impact, High Return. </li></ul><...
Why Blog? <ul><li>Content and Community. </li></ul><ul><li>Conversations and Feedback. </li></ul><ul><li>Engagement and Ev...
Why Microblog? <ul><li>Accessibility. </li></ul><ul><li>Personalization. </li></ul><ul><li>Intimacy. </li></ul><ul><li>Imm...
Social Media and Search <ul><li>The beautiful thing about social media optimization and marketing is that can sit right on...
Increasing Search Rankings and Visibility
Increasing Search Rankings and Visibility
Increasing Search Rankings and Visibility
6 Examples <ul><li>6 examples of  well-executed strategy from different verticals.  </li></ul><ul><li>Note that the conten...
ProTraveller (OTBeach)
Flixter Blog (Flixter)
Mint Blog (Mint)
Sloshspot Blog (Sloshspot)
Palaestra Training Blog (Palaestra)
Experience Blog (Experience Project)
How to Execute? <ul><li>Think Long-term. </li></ul>
Short-term Strategy
Long-term Strategy
How to Execute? <ul><li>Think long-term. </li></ul><ul><li>Consider audience preferences, demographics, and verticals. </l...
Audience Preferences
Audience Preferences
Audience Preferences
Audience Preferences
Audience Preferences
How to Execute? <ul><li>Think long-term. </li></ul><ul><li>Consider audience preferences, demographics, and verticals. </l...
Conversion rate
How to Execute? <ul><li>Think long-term. </li></ul><ul><li>Consider audience preferences, demographics, and verticals. </l...
Execution: Two Main Components <ul><li>Content </li></ul><ul><ul><li>Copywriting. </li></ul></ul><ul><ul><li>Design. </li>...
Copywriting for Social Media <ul><li>Write for ‘diagonal readers’. </li></ul>
The “10 Second Rule” <ul><li>The  average reader  reads about  240 words per minute , where as a  diagonal reader  ‘reads’...
Copywriting for Social Media <ul><li>Write for ‘diagonal readers’. </li></ul><ul><li>Optimize for all readers. </li></ul>
Writing for regular readers, search engines, and social media <ul><li>1. Use All-in-one SEO to generate optimized titles a...
Copywriting for Social Media <ul><li>Write for ‘diagonal readers’. </li></ul><ul><li>Optimize for all readers. </li></ul><...
Example: Don’t
Example: Do
Copywriting for Social Media <ul><li>Write for ‘diagonal readers’. </li></ul><ul><li>Optimize for all readers. </li></ul><...
The Social Media Title
Formula: The Social Media Title <ul><li>The viral content formula: </li></ul><ul><ul><li>[Number] [Adjective/Superlative] ...
Example: The Social Media Title
Execution: Two Main Components <ul><li>Content </li></ul><ul><ul><li>Copywriting. </li></ul></ul><ul><ul><li>Design. </li>...
Layout and Design for Social Media <ul><li>Your Site URL Structure and Hosting Service, Things to Avoid:  </li></ul><ul><u...
Layout and Design for Social Media <ul><li>The General Site Design </li></ul><ul><ul><li>Take Down the Registration-Wall o...
Two Main Components <ul><li>Content </li></ul><ul><ul><li>Copywriting. </li></ul></ul><ul><ul><li>Design. </li></ul></ul><...
The Social Media Community – Participation <ul><li>Start by learning about the site and its audience. </li></ul><ul><li>Kn...
Two Main Components <ul><li>Content </li></ul><ul><ul><li>Copywriting. </li></ul></ul><ul><ul><li>Design. </li></ul></ul><...
The Social Media Community – Sharing <ul><li>Instant Messenger </li></ul><ul><li>Email </li></ul><ul><li>Using the ‘share’...
The Social Media Community – Sharing <ul><li>If you’re going to share, be open to have others share with you. </li></ul><u...
Why Super Users are Important
5 Essential Rules of Social Media Optimization <ul><li>Embrace technology, transparency, and community, rather than fight ...
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Social Media & Word of Mouth Marketing for Startups (Muhammad Saleem, Startonomics SF 2008)

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Presentation by Muhammad Saleem, http://ACSseo.com, on social media optimization, distribution strategies for startups.

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Social Media & Word of Mouth Marketing for Startups (Muhammad Saleem, Startonomics SF 2008)

  1. Social Media & Word-of-Mouth Marketing for Startups Digg, Delicious, Twitter. Word of mouth has never been sexier. Learn how to use social media & social bookmarking to spread the word to your mother.
  2. Where to find this presentation <ul><li>The presentation will be available online at: </li></ul><ul><ul><li>slideshare.net </li></ul></ul><ul><ul><li>muhammadsaleem.com </li></ul></ul><ul><li>All the research, charts, figures, articles referenced, additional notes, and links to related resources will be available online. </li></ul><ul><li>Any direct questions should be sent to: </li></ul><ul><ul><li>[email_address] </li></ul></ul>
  3. 9 Industry Rules of Social Media Optimization <ul><li>1. Understand your audience. </li></ul><ul><li>2. Be original. </li></ul><ul><li>3. Be link-worthy. </li></ul><ul><li>4. Make tagging, bookmarking, and sharing easy. </li></ul><ul><li>5. Help your content travel through RSS, email subscriptions and newsletters, embeds, mashups, e-books. </li></ul>
  4. 9 Industry Rules of Social Media Optimization <ul><li>6. Reward and thank helpful and valuable users, linkers, and traffic sources. </li></ul><ul><li>7. Be real and genuine. </li></ul><ul><li>8. Participate. </li></ul><ul><li>9. Make SMO part of your process and best practices, develop a strategy and use the tactics wisely. </li></ul>
  5. Some Notes: <ul><li>Almost all social media campaigns are too generic and unfocused (don’t have a clear goal or don’t pay attention to specific communities and demographics). </li></ul><ul><li>Most social media campaigns don’t last long enough to be valuable and expect too much in too little time. </li></ul>
  6. Core Services to Monitor and Use <ul><li>Blogging/Microblogging. </li></ul><ul><li>Social News Sites. </li></ul><ul><li>Social Networks. </li></ul><ul><li>Online Media and Content Delivery. </li></ul>
  7. Advantages to Social Media <ul><li>Low Cost, Low Barrier to Entry. </li></ul><ul><li>High Impact, High Return. </li></ul><ul><li>Compatible and Complementary to Other Campaigns. </li></ul>
  8. Why Blog? <ul><li>Content and Community. </li></ul><ul><li>Conversations and Feedback. </li></ul><ul><li>Engagement and Evangelism. </li></ul><ul><li>Relationships and Loyalty. </li></ul>
  9. Why Microblog? <ul><li>Accessibility. </li></ul><ul><li>Personalization. </li></ul><ul><li>Intimacy. </li></ul><ul><li>Immediacy. </li></ul><ul><li>Includes: Airlines, Retailers, Manufacturers, Services, Entertainment, Media, and more. </li></ul>
  10. Social Media and Search <ul><li>The beautiful thing about social media optimization and marketing is that can sit right on top of your search engine optimization and marketing. </li></ul>
  11. Increasing Search Rankings and Visibility
  12. Increasing Search Rankings and Visibility
  13. Increasing Search Rankings and Visibility
  14. 6 Examples <ul><li>6 examples of well-executed strategy from different verticals. </li></ul><ul><li>Note that the content is relevant to the blog, the root site, and is developed keeping the social media formula (as well as category and title keyword popularity) in mind. </li></ul>
  15. ProTraveller (OTBeach)
  16. Flixter Blog (Flixter)
  17. Mint Blog (Mint)
  18. Sloshspot Blog (Sloshspot)
  19. Palaestra Training Blog (Palaestra)
  20. Experience Blog (Experience Project)
  21. How to Execute? <ul><li>Think Long-term. </li></ul>
  22. Short-term Strategy
  23. Long-term Strategy
  24. How to Execute? <ul><li>Think long-term. </li></ul><ul><li>Consider audience preferences, demographics, and verticals. </li></ul>
  25. Audience Preferences
  26. Audience Preferences
  27. Audience Preferences
  28. Audience Preferences
  29. Audience Preferences
  30. How to Execute? <ul><li>Think long-term. </li></ul><ul><li>Consider audience preferences, demographics, and verticals. </li></ul><ul><li>Know when to execute. </li></ul>
  31. Conversion rate
  32. How to Execute? <ul><li>Think long-term. </li></ul><ul><li>Consider audience preferences, demographics, and verticals. </li></ul><ul><li>Know when to execute. </li></ul><ul><li>Learn how to target. </li></ul>
  33. Execution: Two Main Components <ul><li>Content </li></ul><ul><ul><li>Copywriting. </li></ul></ul><ul><ul><li>Design. </li></ul></ul><ul><li>Community </li></ul><ul><ul><li>Participation. </li></ul></ul><ul><ul><li>Presence. </li></ul></ul><ul><ul><li>Connections and Conversations. </li></ul></ul>
  34. Copywriting for Social Media <ul><li>Write for ‘diagonal readers’. </li></ul>
  35. The “10 Second Rule” <ul><li>The average reader reads about 240 words per minute , where as a diagonal reader ‘reads’ (actually scans) closer to 15 words per second or about 900 words per minute . Optimize for diagonal readers: </li></ul><ul><ul><li>1. The title or headline of your post. </li></ul></ul><ul><ul><li>2. The subtitles or subheadings within the post. </li></ul></ul><ul><ul><li>3. Any bold , underlined , “quoted”, or otherwise highlighted text. </li></ul></ul><ul><ul><li>4. Pictures, graphs, charts, images, videos, flash/interactive, rich media of any nature. </li></ul></ul><ul><ul><li>5. A summary of the article. </li></ul></ul>
  36. Copywriting for Social Media <ul><li>Write for ‘diagonal readers’. </li></ul><ul><li>Optimize for all readers. </li></ul>
  37. Writing for regular readers, search engines, and social media <ul><li>1. Use All-in-one SEO to generate optimized titles and meta tags (description and keywords). </li></ul><ul><li>2. Prepopulate social media buttons for optimal submission. </li></ul><ul><li>3. Write on-page content for direct visitors and subscribers. </li></ul>
  38. Copywriting for Social Media <ul><li>Write for ‘diagonal readers’. </li></ul><ul><li>Optimize for all readers. </li></ul><ul><li>Use high-impact layouts above the scroll. </li></ul>
  39. Example: Don’t
  40. Example: Do
  41. Copywriting for Social Media <ul><li>Write for ‘diagonal readers’. </li></ul><ul><li>Optimize for all readers. </li></ul><ul><li>Use high-impact layouts above the scroll. </li></ul><ul><li>Write succinctly and with hooks. </li></ul>
  42. The Social Media Title
  43. Formula: The Social Media Title <ul><li>The viral content formula: </li></ul><ul><ul><li>[Number] [Adjective/Superlative] [Key Phrase] [Media Type] </li></ul></ul><ul><li>Examples (shown before): </li></ul><ul><ul><li>10 Movies that teach you how to commit crimes. </li></ul></ul><ul><ul><li>10 iPhone finance apps that count. </li></ul></ul><ul><ul><li>16 Drinks named for authors and their books. </li></ul></ul><ul><ul><li>25 Reasons it’s great to be an IT guy (or girl). </li></ul></ul><ul><ul><li>Morgan Freeman’s 5 most memorable movie moments. </li></ul></ul>
  44. Example: The Social Media Title
  45. Execution: Two Main Components <ul><li>Content </li></ul><ul><ul><li>Copywriting. </li></ul></ul><ul><ul><li>Design. </li></ul></ul><ul><li>Community </li></ul><ul><ul><li>Participation. </li></ul></ul><ul><ul><li>Presence. </li></ul></ul><ul><ul><li>Connections and Conversations. </li></ul></ul>
  46. Layout and Design for Social Media <ul><li>Your Site URL Structure and Hosting Service, Things to Avoid: </li></ul><ul><ul><li>1. Hyphens or numbers in your domain name. </li></ul></ul><ul><ul><li>2. Keyword-stuffed domain name. </li></ul></ul><ul><ul><li>3. Any non-dot-com domain name. </li></ul></ul><ul><ul><li>4. Not self-hosted. </li></ul></ul>
  47. Layout and Design for Social Media <ul><li>The General Site Design </li></ul><ul><ul><li>Take Down the Registration-Wall or Pay-Wall </li></ul></ul><ul><ul><li>Are You Overselling Advertisements (or Using All The Wrong Ads)? </li></ul></ul><ul><ul><li>Stop the Widgetization of your Blog </li></ul></ul><ul><ul><li>Show Some Interest in Your Community </li></ul></ul><ul><ul><li>Recognition </li></ul></ul><ul><ul><li>Access (to popular content, etc.) </li></ul></ul>
  48. Two Main Components <ul><li>Content </li></ul><ul><ul><li>Copywriting. </li></ul></ul><ul><ul><li>Design. </li></ul></ul><ul><li>Community </li></ul><ul><ul><li>Participation. </li></ul></ul><ul><ul><li>Sharing. </li></ul></ul>
  49. The Social Media Community – Participation <ul><li>Start by learning about the site and its audience. </li></ul><ul><li>Know why you want to use the site (not just for self-promotion). </li></ul><ul><li>Don’t be a troll, consider what the other community members want. </li></ul><ul><li>Participate in moderation. </li></ul><ul><li>Use your fans don’t abuse your fans. </li></ul><ul><li>Give back to the community. </li></ul>
  50. Two Main Components <ul><li>Content </li></ul><ul><ul><li>Copywriting. </li></ul></ul><ul><ul><li>Design. </li></ul></ul><ul><li>Community </li></ul><ul><ul><li>Participation. </li></ul></ul><ul><ul><li>Sharing. </li></ul></ul>
  51. The Social Media Community – Sharing <ul><li>Instant Messenger </li></ul><ul><li>Email </li></ul><ul><li>Using the ‘share’ feature (share, shouts, site-mail, direct-messaging) </li></ul><ul><li>Micro-blogging/Lifestreaming </li></ul><ul><li>Google groups, Skype groups, etc. </li></ul>
  52. The Social Media Community – Sharing <ul><li>If you’re going to share, be open to have others share with you. </li></ul><ul><li>Share with those that share. </li></ul><ul><li>Share once. </li></ul><ul><li>Don’t share randomly. </li></ul><ul><li>Get personal, share eloquently. </li></ul><ul><li>Don’t just share, offer to help. </li></ul>
  53. Why Super Users are Important
  54. 5 Essential Rules of Social Media Optimization <ul><li>Embrace technology, transparency, and community, rather than fight them. </li></ul><ul><li>Know what you’re doing, your audience demographic, and ultimate goals. </li></ul><ul><li>Focus your energy on specific niches and sites rather than hedging your bets. </li></ul><ul><li>Create value rather than expecting value. </li></ul><ul><li>Encourage and reward interaction and engagement. </li></ul>

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